『#266: Yoohoo – Means I Love You』のカバーアート

#266: Yoohoo – Means I Love You

#266: Yoohoo – Means I Love You

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Natale Olivieri wanted to sell bottled drinks so people could take them home. Noticed no premade chocolate milk, so… YooHoo! Dave Young: Welcome to the Empire Builders Podcast, teaching business owners the not so secret techniques that took famous businesses from mom and pop to major brands. Stephen Semple is a marketing consultant, story collector and storyteller. I’m Stephen’s sidekick and business partner, Dave Young. Before we get into today’s episode, a word from our sponsor, which is, well, it’s us, but we’re highlighting ads we’ve written and produced for our clients. So here’s one of those. [Central Heating & Air Ad] Dave Young: Welcome to the Empire Builders Podcast. Dave Young here alongside Stephen Semple. And we’re talking about empires, big businesses, big enterprises that have gone global, have gone ballistic and become huge, huge names. And Stephen whispered in my ear that we’re going to be talking about Yoo-hoo. Stephen Semple: Yoo-hoo. Dave Young: Not yahoo. Stephen Semple: Yoo-hoo. Dave Young: I thought he was just trying to get my attention when he said it. But no, Yoo-hoo. It’s a soft drink, right? Is it like the predecessor of Mountain Dew? Is it related? Stephen Semple: Somewhat. Somewhat but it’s a- Dave Young: I kind of remember drinking a bottle of Yoo-hoo when I was a kid. Stephen Semple: It’s a chocolate drink though. Dave Young: Oh, it’s the chocolate thing. Yeah, yeah. No, I don’t think I’ve ever drank a bottle of that. Stephen Semple: Yeah. Well, and the reason why it’s kind of a predecessor to a bunch of things is that it really was the first in the made to drink category. It actually invented that category of made to drink type. Dave Young: Made to drink as opposed to a soda fountain where you’re mixing the syrup and the soda at the point of consumption. Stephen Semple: Correct. Or an orange juice where you mix the concentrate. It was sort of, again, one of the very first made. Today it’s part of Keurig. And as we- Dave Young: Is it really? Stephen Semple: Yeah. It’s part of Keurig today. Yeah. Dave Young: I don’t know why that doesn’t seem to fit what I think of- Stephen Semple: Well, Keurig owns a bunch of things now, like their Dr. Pepper and there’s a number of things in the Keurig world today. Dave Young: I’m not keeping up with the… Pretty soon they’re all going to be owned by one company. Stephen Semple: Well, you’re not keeping up with the mergers and acquisitions? Dave Young: No, not at all. Try to hide from it. What are you going to do? Stephen Semple: Because Keurig doesn’t break out the sales, the estimates are somewhere between 100 million and 300 million in sales through Yoo-hoo. But what we do know is it’s a pretty big deal to be part of that group now. Now it was started by Natale Olivieri in 1928 and he sold it to Max Geller, who was an advertising executive in the early 1960s for a million bucks. But a million bucks in the 1960s was good money, right? Dave Young: Probably good retirement for the guy in the ’60s. Stephen Semple: And that’s basically what he did. He retired, moved to Florida, and didn’t work again. Natale’s an Italian immigrant and he’s a soda shop owner in New Jersey. Dave Young: That makes sense. That tracks. Stephen Semple: Yeah. And he’s making his own bottle of fruit sodas, but he’s struggling to differentiate from Orange Crush and Nehi. Dave Young: Okay. Stephen Semple: And his drinks are called True Fruit and he uses these high quality ingredients and they’re sold in these take-home bottles, which was unusual at the time. But what he noticed is a lot of people, he was losing a lot of business to the chocolate drinks sold at the soda fountain across the street. Dave Young: Okay. Stephen Semple: Because remember, soda fountains is where we used to go and get all sorts of things like milkshakes. Right? Dave Young: Yeah. But he was doing bottled drinks and take them home. Stephen Semple: Bottled fruit drinks. Dave Young: Fruit drinks. Stephen Semple: Yeah. Bottled fruit drink. Dave Young: Okay. Not sodas. Stephen Semple: Yeah. Not sodas. But he also looked around, he saw there was no pre-bottled chocolate milk on the market. Dave Young: Okay. Yeah. Stephen Semple: So he had this idea, what if I could make a shelf-stable chocolate drink that customers ...
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